{"id":4360,"date":"2023-05-16T15:12:08","date_gmt":"2023-05-16T15:12:08","guid":{"rendered":"https:\/\/techtonikamedia.com\/?p=4360"},"modified":"2023-05-16T15:12:10","modified_gmt":"2023-05-16T15:12:10","slug":"techtonika-insight-4-sustenabilitatea-in-branding","status":"publish","type":"post","link":"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-4-sustenabilitatea-in-branding\/","title":{"rendered":"Techtonika Insight 4 &#8211; Sustenabilitatea in branding"},"content":{"rendered":"\n<p>C\u00e2nd vorbim despre efortul de branding ne referim la activitatea strategic\u0103 prin care o afacere \u00ee\u0219i construie\u0219te o identitate puternic\u0103 \u0219i recunoscut\u0103 \u00een mintea consumatorilor. Acest proces implic\u0103 dezvoltarea unei imagini de brand coerente, care se bazeaz\u0103 pe valorile \u0219i promisiunile afacerii, \u0219i care este comunicat\u0103 prin intermediul diferitelor canale de marketing \u0219i comunicare.<\/p>\n\n\n\n<p>Sustenabilitatea \u00een branding este reprezentat\u0103 de capacitatea unui business de a duce efortul de branding pe termen lung, la acela\u0219i nivel de calitate.<\/p>\n\n\n\n<p>Brandingul este un proces continuu, care necesit\u0103 o abordare strategic\u0103, o aten\u021bie constant\u0103 \u0219i abilitatea de a pivota atunci c\u00e2nd lucrurile nu mai func\u021bioneaz\u0103. Ca orice efort, \u00eens\u0103, poate ajunge s\u0103 fie nesustenabil c\u00e2nd resursele existente se utilizeaz\u0103 gre\u0219it.<\/p>\n\n\n\n<p>Efortul de branding, asa cum reiese din denumire, este\u2026..un efort \u0219i am vorbit \u00een post\u0103ri anterioare ( \u0219i de-a lungul timpului in general) c\u00e2t de importante este s\u0103 fie abordat acest efort cu o strategie bine conturata.<\/p>\n\n\n\n<p>Un studiu realizat de Tailor Brands \u00een 2020 a constatat c\u0103&nbsp;<strong>76% dintre antreprenorii&nbsp;<\/strong>chestiona\u021bi \u0219i-au creat propriul logo pentru afacerea lor, f\u0103r\u0103 ajutorul unei agen\u021bii de branding sau design.<\/p>\n\n\n\n<p>\u00cen acela\u0219i timp,&nbsp;<strong>24% dintre antreprenorii<\/strong>&nbsp;chestiona\u021bi au declarat c\u0103 au utilizat serviciile unei agen\u021bii de branding sau design pentru a-\u0219i crea identitatea de brand.&nbsp;<\/p>\n\n\n\n<p>Aceast\u0103 statistic\u0103 sugereaz\u0103 c\u0103 majoritatea antreprenorilor \u00ee\u0219i gestioneaz\u0103 singuri propriul efort de branding.&nbsp;<\/p>\n\n\n\n<p><strong>Unde apar problemele?<\/strong><\/p>\n\n\n\n<p>Problemele apar \u00een general c\u00e2nd vorbim de rezultate vs. timp. Un element foarte important in branding este consecven\u021ba. Adic\u0103, trebuie s\u0103 te \u021bii de treaba respectiv\u0103 ca s\u0103 produc\u0103 ceva pe termen mediu \u0219i lung. .&nbsp;<\/p>\n\n\n\n<p>Cea mai minunata strategie\/campanie\/ abordare NU va func\u021biona daca nu poate fi sus\u021binut\u0103 pe termen lung, cu constan\u021b\u0103.<\/p>\n\n\n\n<p>Cele mai \u00eent\u00e2lnite probleme sunt<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lipsa resurselor de timp\/energie s\u0103 sa ocupe de efortul de branding<\/li>\n\n\n\n<li>Lipsa unor KPI-uri. Oare chiar progres\u0103m?<\/li>\n\n\n\n<li>Lipsa strategiei, cu dezvoltare haotic\u0103 \u0219i absen\u021ba rezultatelor<\/li>\n\n\n\n<li>Lipsa coeren\u021bei \u00een comunicarea valorilor \u0219i mesajelor de brand<\/li>\n\n\n\n<li>Lipsa resurselor financiare \u0219i umane pentru a gestiona efortul de branding \u00een mod eficient<\/li>\n\n\n\n<li>Dificult\u0103\u021bi \u00een crearea unei imagini de brand diferite \u0219i relevante \u00eentr-un mediu competitiv<\/li>\n<\/ul>\n\n\n\n<p><strong>Ce se \u00eent\u00e2mpl\u0103 c\u00e2nd sim\u021bi c\u0103 pedalezi \u00een gol?<\/strong><\/p>\n\n\n\n<p>Indiferent care este situa\u021bia \u00een care ne afl\u0103m, rezultatul este acela\u0219i &#8211; apari\u021bia oboselii, pierdere \u00eencrederii \u00een direc\u021bia de brand aleas\u0103, chiar a&nbsp;<strong>burn out-ului<\/strong>&nbsp;de branding care duce \u00een final la abandonarea complet\u0103 a efortului.&nbsp;<\/p>\n\n\n\n<p><strong>Ce solu\u021bii exist\u0103?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dezvoltarea unei strategii de branding clare \u0219i coerente, care s\u0103 se bazeze pe valorile \u0219i misiunea afacerii<\/li>\n\n\n\n<li>Dezvoltare unui timeline de dezvoltare pe termen scurt, mediu \u0219i lung.&nbsp;<\/li>\n\n\n\n<li>Crearea unei identit\u0103\u021bi de brand coerente, care s\u0103 se reflecte \u00een toate aspectele de comunicare \u0219i marketing ale afacerii<\/li>\n\n\n\n<li>Inventarierea \u0219i alocarea realist\u0103 a resurselor pentru branding.<\/li>\n\n\n\n<li>Gestionarea eficient\u0103 a resurselor disponibile, prin folosirea instrumentelor \u0219i tehnologiilor de automatizare a marketingului<\/li>\n\n\n\n<li>Dezvoltarea unei imagini de brand autentice \u0219i relevante, care s\u0103 se diferen\u021bieze de competi\u021bie \u0219i s\u0103 atrag\u0103 consumatorii<\/li>\n\n\n\n<li>Implementare unor KPI de brand reali\u0219ti \u0219i realizabili&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Cum s\u0103 gestiona\u021bi efortul de branding ca antreprenor<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identificarea priorit\u0103\u021bilor de branding \u00een func\u021bie de resursele disponibile \u0219i obiectivele de afaceri<\/li>\n\n\n\n<li>Implicarea \u00eentregii echipe \u00een procesul de branding, prin dezvoltarea unei culturi de brand puternice \u0219i implicarea angaja\u021bilor \u00een crearea \u0219i implementarea strategiei de branding<\/li>\n\n\n\n<li>Monitorizarea constant\u0103 a evolu\u021biei strategiei de branding \u0219i a performan\u021bei de marketing, pentru a identifica oportunit\u0103\u021bile de \u00eembun\u0103t\u0103\u021bire \u0219i a face ajust\u0103ri necesare<\/li>\n<\/ul>\n\n\n\n<p>Mai concret, ca un exemplu foarte simplificat, dac\u0103 ai o strategie\/plan care spune s\u0103 postezi de 5 ori pe s\u0103pt\u0103m\u00e2n\u0103 pe social media despre brandul t\u0103u, dar tu po\u021bi cu adev\u0103rat s\u0103 postezi doar de 2 ori pe s\u0103pt\u0103m\u00e2n\u0103 f\u0103r\u0103 s\u0103 compromi\u021bi calitatea materialului, atunci este clar c\u0103 strategia trebuie revizuit\u0103 urgent s\u0103 reflecte realitatea.<\/p>\n\n\n\n<p>\u00cen concluzie, un efort mic dar sus\u021binut este mai eficient dec\u00e2t un efort intens, solicitant care poate grabe\u0219te ob\u021binerea rezultatelor dar compromite alte zone ale business-ului, sau care este abandonat dup\u0103 o perioad\u0103.&nbsp;<\/p>\n\n\n\n<p>\u00cen branding, mai mult nu \u00eenseamn\u0103 \u00eentotdeauna mai bine.<\/p>\n\n\n\n<p>Face\u021bi pa\u0219i mici, dar bine g\u00e2ndi\u021bi \u00eenspre obiectivele voastre.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>C\u00e2nd vorbim despre efortul de branding ne referim la activitatea strategic\u0103 prin care o afacere \u00ee\u0219i construie\u0219te o identitate puternic\u0103 \u0219i recunoscut\u0103 \u00een mintea consumatorilor. Acest proces implic\u0103 dezvoltarea unei imagini de brand coerente, care se bazeaz\u0103 pe valorile \u0219i promisiunile afacerii, \u0219i care este comunicat\u0103 prin intermediul diferitelor canale de marketing \u0219i comunicare. Sustenabilitatea [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-4360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insight"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Techtonika Insight 4 - Sustenabilitatea in branding - Techtonika<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/techtonikamedia.com\/ro\/techtonika-insight-4-sustenabilitatea-in-branding\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Techtonika Insight 4 - Sustenabilitatea in branding - Techtonika\" \/>\n<meta property=\"og:description\" content=\"C\u00e2nd vorbim despre efortul de branding ne referim la activitatea strategic\u0103 prin care o afacere \u00ee\u0219i construie\u0219te o identitate puternic\u0103 \u0219i recunoscut\u0103 \u00een mintea consumatorilor. Acest proces implic\u0103 dezvoltarea unei imagini de brand coerente, care se bazeaz\u0103 pe valorile \u0219i promisiunile afacerii, \u0219i care este comunicat\u0103 prin intermediul diferitelor canale de marketing \u0219i comunicare. 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